How does convenience store coffee become a super-money way to earn 50% a year?

This article was first published on WeChat public account: Jiang Yan vision observation. The content of the article belongs to the author's personal opinion and does not represent the position of Hexun.com. Investors should act accordingly, at their own risk.

Recently, convenience store coffee began to pop up in the streets of Beishangguang. Today we will discuss the convenience store to sell coffee. What is a way to make money?

Recently, my brother’s colleagues suddenly became popular. After lunch at noon every day, my colleagues will go to the convenience store downstairs to buy a cup of freshly ground coffee, and then Walking back to the company, most of these colleagues were former fans of Starbucks, Pacific and other coffee chain brands, and now almost all the way from the road to powder into the company's downstairs convenience store frequent visitors, this situation surprised the embarrassed, 瀚Brother found that although the phenomenon has just appeared, but there is nothing new under the sun, the convenience store giants such as Christopher, Rosen, and the whole family have already laid out the coffee market as early as a few years ago, but until recently, convenience store coffee has become a generation of explosives. ,What exactly is going on? Let us take a look.

First, from cafes to convenience stores

For the Chinese, coffee is a very special kind of drink. Traditionally, coffee is a foreign product of the West. It is a way of life brought to China by Western countries. Compared with drinking coffee, China has thousands of years of drinking. Tea tradition, tea in China has far more audience than coffee. However, since the reform and opening up, drinking coffee as a western modern lifestyle has become more and more popular among urban white-collar workers. Most of the friends around the elder brothers have urban coffee parties, and the tea party like Zang Ge has become a minority. send. According to the “China's coffee industry investment analysis and forecast report from 2016 to 2020” released by China Investment Consulting, coffee is not popular in China, but this large population with a small coffee market is creating the world's fastest. Growth, coffee consumption grew by an average of more than 25% per year. According to another report written by Guanyan, the growth rate of China's coffee market is 300 billion yuan by 2020.

In recent years, with the entry of Western coffee chains such as Starbucks and Costa, more and more coffee shops have begun to appear in street corners. Drinking coffee is being contacted by more people, but for a long time, coffee There is a clear trend of polarization in the market. On the one hand, instant coffee represented by Nestlé has accumulated a large number of users because of its cheap price and rapid brewing method, occupying a large market share in the low-end market, instant coffee. The price is generally less than 5 yuan per cup.

On the other hand, chain coffee companies represented by Starbucks and Costa and hand-washed coffee are gradually emerging in the high-end market. Drinking coffee is becoming a way of business negotiation. Its price is generally above 20 yuan, generally 30-40 yuan. between.

The mid-range coffee market between 10 yuan and -20 yuan has left a blank. Until recently, this blank market was detonated, and the 24-hour convenience stores that ignited the blank market were everywhere. Take the whole family convenience store with the highest market share as an example. According to DT Finance, the family convenience store sold 10 million cups of coffee in 2016, a year-on-year increase of 140%. In some core stores in Shanghai, it sells 300 per day. Cup of coffee is not a problem at all, and this scale even exceeds many chain coffee companies.

According to DT Finance's interview with the convenience store, the coffee business has a gross profit margin of more than 50%. Although it does not reach the exaggeration of 90% of the gross profit level of Starbucks and other coffee chains, the convenience store has a huge base and horrible sales. The volume is making the coffee business the most profitable business type in convenience stores. Many convenience stores have placed the coffee machine in the most conspicuous position of the cashier, so that customers can see it in the first place. But why can coffee become a trump card for convenience stores? My brother believes that the main reasons are as follows:

The first is the rapid upgrade of the pace of life. The original coffee shop in the chain cafe in the corner is a way of life from the West, but in fact, as the pace of life is getting faster, unless you have to be friends and talk in the cafe, few others can really be quiet. Quietly drinking a cup of coffee in the coffee shop, the acceleration of the work rhythm makes the demand evolve rapidly. The result of this evolution of evolutionary demand is that more and more chain cafes have become a kind of take-out hall, a large number People who want to buy or take away, or directly on the takeaway platform, the coffee is sent out by the takeaway brother. As a result, the demand for cafes has actually changed from the original pursuit of height.

The second is the extremely simplified development of demand. Since MUJI entered China, more and more people have embraced the minimalist lifestyle in order to satisfy the fast-paced and easy-to-use lifestyle. More and more people will focus on the coffee varieties of Latte, American, Italian Concentrate, Cappuccino, etc. The concentration of coffee types directly leads to the decline of the coffee brewing threshold. A kind of labor with a certain technical content, but due to the increase of the degree of centralization, these problems are gradually not a problem. The problem can be solved by a specialized coffee machine. The variety can make the coffee machine popular, and the customer is not impulsive here. Consumption, they often complete the order preset for purchase before going to the convenience store. The basic model has become a coffee shop dominated by convenience stores, which has greatly reduced the differentiation between coffee chain stores and convenience stores, and lowered the threshold.

The third is the improvement of the quality of convenience store coffee. Around 2010, when the convenience store coffee was just launched, the coffee quality of the convenience store was still a certain gap with the chain foreign coffee shop. It was only a little better than instant coffee, but with the continuous development of convenience stores, Arabica Coffee beans, pasteurized fresh milk and other original coffee cafes have become the standard of many convenience stores. The direct improvement of these qualities has made the convenience store's coffee have a tendency to catch up with the coffee shop, but it is sold. In terms of price, convenience store coffee is only one-third to one-half of the price of Starbucks, Costa and other cafes. This price advantage has caused a large number of white-collar workers to gradually shift their hobbies from coffee shops to convenience stores.

These three points allow convenience stores to firmly grasp the “just-needed” consumers. These fast-moving, convenient and cost-effective consumers are constantly being pulled from the coffee shop to the convenience store, which has created the success of convenience store coffee. With the rapid growth of convenience store coffee, there are also convenience stores that are springing up like bamboo shoots. In many first-tier cities, you can easily find a convenience store by walking 500 meters. This makes the convenience store coffee readily available. The idea of ​​a cup of coffee quickly became popular.

Second, upgrade from convenience store to convenience station

The development of convenience store coffee is actually only one aspect of the development of convenience stores. My brother once said that convenience stores may be the only way to develop beyond the e-commerce in this Internet era. Why do you say this? It is because e-commerce has always been unable to solve the problem of two-hour consumption. As long as this problem exists, convenience stores will have opportunities. Nowadays, more and more convenience stores realize that convenience stores are no longer as simple as ordinary micro-supermarkets. Instead, they are based on convenience stores to satisfy the various needs of consumers, thus realizing the sale of goods. Provide an upgrade of demand services.

We can imagine that when you are tired, the convenience store will provide you with a seat to rest. When your phone is out of power, the convenience store will provide you with a charging interface, so that you can see the hope when you are on the road at night. When you walk in a dark, a light that is still on for 24 hours, when you need it, convenience stores are there, this is the value of demand services.

In the past, most people could hardly imagine how I would eat in a grocery store. If the convenience store at the time said that they provided food, everyone thought it might be instant noodles. Now, convenience stores such as the whole family, Rosen, and 7-11 are beginning to provide fast food for consumers, fast food, and consumers are willing to eat in the store.

And the convenience store has more and more choices, so that the convenience store not only has simple buns, steamed dumplings, instant rice, Oden, and other foods, but also teas with certain quality values ​​such as afternoon tea and coffee. Many convenience stores also have service equipment such as purchasing medicine machines and financial multi-service terminals. Financial services such as water and electricity coal payment, telephone bills, transfer, etc. can also be completed at convenience stores.

Today's convenience stores are more and more like a diversified website. At this station, almost all the needs can be met. This is the convenience store to convenience station upgrade. When this upgrade process is completed, the convenience store boundary is being quickly The opening, diversification has become the most effective way of development for convenience stores, and earning money has officially come from this.